U.S. BREZTRI “Coming Soon” Campaign (AstraZeneca, Real Chemistry)
Real Chemistry partnered with AstraZeneca to develop a pre-launch campaign for BREZTRI AEROSPHERE, which helped to increase HCP awareness of the brand’s commitment to protecting patients.
The “Coming Soon” campaign featured an atmospheric animation and a tail emerging from an egg, setting the stage for the “birth” of a hero dragon in advance of the BREZTRI launch. The strategy included a microsite, paid search, targeted digital banners, social content, and print.
Results exceeded expectations. The campaign almost tripled the awareness of BREZTRI among key customers and delivered millions of impressions. And a majority of HCPs (well over the targeted goal) said they intended to prescribe BREZTRI upon availability.